Brand Voice

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Do’s Don’ts

Voice and tone

Brand voice is the distinct personality SES Home Services uses in our communications.

• It tells our customers who we are and what we stand for

• It can differentiate us from competitors

• It builds trust and consistency

• It helps us influence and persuade

• It helps us be consistent in our communication style across our team and with external parties

Our brand voice remains consistent, but we use different tones depending on the circumstances, using situational empathy to understand the customer’s need in the moment and responding appropriately. Here are some guidelines to bear in mind.

We’ve walked in our customers’ shoes

We know how important our homes are, how much we want to protect them and how unsettling it can be to have a home emergency or costly repair.

When we talk to our customers we speak like trusted and reassuring experts, the ones we’d want to have by our side when problems emerge.

We treat every customer seriously

We want to help protect and care for our customers’ homes by taking their pain away without patronising or confusing them.

Regardless of whether people know what they need from us or don’t know the first thing about our communications, we must ensure that every word we say informs and encourages. We impart our expertise with clarity, empathy, and compassion.

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Emergencies and insurance are serious, but by remembering these key points when communicating with the customer, we can make it a positive experience.

Aim to be clear, specific, and positive, avoiding jargon and confusing terms.

We all have homes and experience the worries associated with that, so apply this empathy when speaking with customers. Here are some things to remember.

Do’s

Emergencies and insurance are serious, but by remembering these key points when communicating with the customer, we can make it a positive experience.

Aim to be clear, specific, and positive, avoiding jargon and confusing terms.

We all have homes and experience the worries associated with that, so apply this empathy when speaking with customers. Here are some tips.

Be concise

Use short words and sentences.

Be specific

Avoid vague language or slang and don’t ramble. Write in plain English. If you need to use a technical term, briefly define it so everyone can understand.

Be plainspoken

We understand the world our customers are living in: one muddled by hyperbole, upsells, and over-promises. We strip all that away and value clarity above all.

Because customers come to SES Home Services to protect their home, we avoid distractions. We get straight to the point and don’t use metaphors and because we take our customers seriously, we don’t use cheap plays on emotion.

Be consistent

This will help the person you are communicating with understand us, and help us build a strong relationship with them.

Be genuine

We can relate to our customers because we have a home too. That means we relate to our customers’ challenges, concerns and needs and speak to them in a familiar, warm, and accessible way.

Be a translator

As the experts, we are mindful not to cloud what we do using complex jargon. It’s our job to demystify technical-speak, for example complicated insurance terms. When our customers understand what is happening, they are more confident in the service we will provide for them. Our translation is their reassurance.

Be positive

Home emergencies are not funny and insurance is a serious business but that doesn’t mean we have to be boring and staid. We are friendly and warm, we have energy, we are positivewe enjoy our jobs. We work in the world of customer service and can lift a customer’s mood when the chips are down. We do this through reassuring and positive language so our customers know that we will make sure everything is ok.

Don’ts

Even the greatest companies can lose customers just by using the wrong tone of voice in customer service. On the other side, the worst complaint, if solved properly, can generate happier customers who become advocates for us.

The ability to talk to customers properly by using the right tone of voice while giving them the information they need is the foundation of good customer service.

Remember, you are SES Home Services, you represent every member of the team to them.

The most important skill is to recognise the tone and mood of your customer. Your tone must evolve to the needs of the individual customers you are talking to. Since there are no facial expressions in customer service, tone of voice is the only voice.

Be

Externalise